This term has, at times, sounded a little extreme to me. I wondered if it entailed camo-clad rebel sales people pouncing on unsuspecting consumers forcing them to buy THEIR products at gunpoint. However, when I broke down the guerilla marketing concept, I realized just how it actually was a way to get maximum results from minimal resources. Bear with me, you'll be glad you did.
Guerrilla Marketing Definition
As defined straight from Wikipedia, The Free Encyclopedia:
The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; [1] and consumers are targeted in unexpected places.[2] The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience.
Wow, I don't feel threatened by that at all! As a matter of fact, I can see how this sort of marketing method could build great long term relationships. But there are a lot of factors involved in that definition. Sounds like it could be a bit complicated to properly utilize all aspects.
The Guerrilla Marketing Breakdown
Why don't we break this down a bit and really look at a few guerilla tactics in simpler terms.
* They engage our imagination instead of our pocket book; they can be inexpensive to implement - sometimes free! What avenues can we use that may take our time more than large marketing budgets? Is Social Media passing us by because we are busy planning our next ad campaign? Maybe just being social could take a few minutes a day, but begin building relationships that will last forever. Folks all over the world are making a difference in 140 characters or less. According to Fox News, even matching up with new employers, a huge necessity.
*Our personal commitment in time and effort will be necessary, especially now, when we want to hold on to as much profit as possible. Perhaps we could write a blog creating a platform where other like-minded consumers want to visit to catch up on the latest industry news, or just share ideas and innovate on others. Blog writing may take some time to build a following, but when used with Social Media, can really solidify YOU as a brand.
*Consumers are looking to build relationships and partner with like-minded folks who have their best interest in mind, not be hard-closed by aggressive salespeople who may quickly move on to the next prospect. Mentoring is one of the best ways to build relationships. Can you offer some tidbits of wisdom, perhaps a video bootcamp that helps others to move closer to reaching their own goals, all the while, strengthening their alliance with YOU as a brand. Offering consumers, to your industry, the answers they beg for - at no cost- creating a simple 'how to' video once for people to use for years to come is one simple example of guerilla marketing. Letting them know they can come back to YOU for the answers they seek.
*These tactics may be so attention getting, that the consumer doesn't realize they have just been closed, but they were shocked, realizing that someone else relates to how they feel. If you took the time to do the most important online market research of all- keyword research- would you find the problem statements that other folks ask with supplication? Would this small task, once mastered, hone you in on the people who are looking for you? We can't provide what others' need until we find out what that is.
Guerrilla marketing may be the best answer for a couple of reasons: (1) the current economic climate, considering purse strings being tightened the world over on expensive ad campaigns, and (2) the most profound reason: because the multitude of consumers are turning to the World wide Web for the answers they seek; not only for what to spend their hard earned cash on, but for answers on how to make more of it in these tough financial times.
Don't wait to learn more about this and other powerful marketing methods.
